Digital Marketing strategies for the home and commercial security industry.
Citation preview
Howard Deskin & Shelly Goodman October 24, 2013
Impression-Marketing.com
Who are we? Howard Deskin: Partner & CEO/Internet Marketing
Mgr. Anne Moss Rogers: Partner & Creative Director Shelly
Goodman: Client Account Manager Marketing company specializing in
digital marketing Team of 9 associates with 50+ clients Focus
areas: Healthcare, Home Services, Professional Services,
Non-Profit, Senior Living Properties, Manufacturing We Take a
Disciplined Approach to Creativity Impression-Marketing.com
Security Companies & Marketing Todays traditional offline
marketing can be enhanced by incorporating online marketing tactics
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Security Companies & Marketing Old strategies New
strategies Cold Calling Yellow Pages Print Ads Billboards + Website
Mobile Internet Advertising Social media Impression-Marketing.com =
MORE LEADS
The off-line and on-line worlds are becoming more integrated
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The internet makes it simpler for customers to direct their own
buying cycle. No waiting for the next trade show, ad, or calls from
sales reps. Instead theyre able to get exactly the information they
want exactly when they want it. Before making contact, business
buyers have already completed 57% of the purchase process via the
internet. Impression-Marketing.com
What is Integrated Marketing? Controlling the Chaos
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Marketing Spending Impression-Marketing.com
Media Consumption Trends Impression-Marketing.com
Print vs. Online Ad Spending Impression-Marketing.com
Online Budget Allocation by Tactic
Its all Online Now!
Going Mobile Google has indicated your search results will be
penalized if you dont have a mobile friendly site At least have a
scaled-down version of your desktop website Utilize
browser-detection and responsive design to ensure the mobile site
displays appropriately
By 2014, Mobile is Predicted to Overtake Desktop Internet Usage
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Google wont Leave it Alone! Your website needs high quality
content! Get rid of fake spammy links to your website!
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Google wont Leave it Alone! Searches Precise & Fast
Conversational Search People ask questions Can I put a security
system in a tree house? Where can I get a hi-def security camera?
Is ADT really free? Impression-Marketing.com
E-mail Marketing Great way to stay in touch with your
customers, prospects, vendors, employees, etc.
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E-mail Marketing Best Practices Keep it fun & lively Clean
design & good mix of text, images, videos Write an
attention-grabbing subject line Tie in blogs and social media
Compelling offer and clearly state benefits Send often, at least
once or twice a month Use a good system! Constant Contact, Mail
Chimp Impression-Marketing.com
E-mail Marketing Best Practices Track results! Encourage
conversation with polls or surveys Dont oversell. If youre going to
sell something, focus on that one thing. Provide expert information
that benefits or adds value for the readers Post the newsletter to
your website & social properties Impression-Marketing.com
E-mail Marketing Best Practices Impression-Marketing.com
Upscale MedSpa Impression-Marketing.com
Google PPC Ads Great market research tool Appear on 1st page of
Google & drives targeted traffic to your website Leverage what
works in PPC & use on your website Easy to change ads for
specials & new services However dont write Google a check that
your website cant cash! (Avinash Kaushik)
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Google PPC Ads Paid Organic non paid
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Display & Remarketing Ad Campaigns They follow you around
They know what you like They appear in the strangest places They
wear you down Eventually you buy! Offered on Google & Facebook
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Display & Remarketing Ad Campaigns Ads will target: People
who visited your website (remarketing) People who visited sites of
similar interest (topic targeting) People who have searched google
for particular topics of interest Pages that contain certain
keyword phrases (content targeting) Great for branding &
awareness very high impressions Impression-Marketing.com
Display & Remarketing Ad Campaigns
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Display & Remarketing Ad Campaigns
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Display & Remarketing Ad Campaigns Remarketing Text Ads
Offered by Google Appear on websites you visit
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Landing Pages Great for sending Display & PPC ads to
Focused on one call to action (no distractions)
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Branded Service Website Blog Post Mobile
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Branded Service Newsletters Social Media
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Learn & Adapt PPC Results Showed Large Interest in Video
Cameras Impression-Marketing.com
Customer Testimonials/Reviews Potential customers rely on
reviews in their decision process
Customer Testimonials/Reviews Google + Reviews Helps your
search rankings!
Video is Hot! Use videos from your vendors Brand them as yours
if available
Why Your Company? Why not Comcast, Verizon, ADT, Cox, AT&T?
1. 2. 3. 4. 5. 6. 7. 8. You are local You are experts Its not free!
(lifetime cost) You are problem solvers One size does not fit all
Can talk to the owner More inclusive service contracts Other?
Social Media Explained
You Have to Track & Analyze Results A lot of data is
available what you infer from it is what matters
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Key Elements to Track Unique Visitor Traffic Site Speed Bounce
rates on pages Time on site & pages Keyword searches Paid
search Mobile phone traffic Referrals Conversions Email &
Social Keyword Rankings with Competitors
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Ideas for ESTA Members Youre in a hi-tech business you should
look hi-tech Upgrade / Redesign Website Add relevant industry
keywords Add Calls-To-Action Use Video Blog, blog, blog Offer
support materials (product manuals) Link to Social Media Fresh
content Be Social Use Pay-Per-Click & Display Ads Promote
specials, new products & services Get Local Sign up for local
online directory listings Be involved in your community Be
Responsive Mobile Responsive Website Incorporate Social Media into
your Provide platform for product reviews plan with Facebook,
Twitter and Google+ Post across all platforms Send e-newsletter to
customers/prospects Impression-Marketing.com
Whats Working for You?
Special Offer for ESTA Attendees Free website assessment &
analytics review! Impression-Marketing.com
Stalk us online at Impression-marketing.com ImpressionMarketing
@impressionM Free marketing information!
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